Chillingo is 10 years old and has always been focused on the indie developerWe were acquired by EA 2.5 years ago but our business remains the same: publishing your games. VERY SPECIAL BEING HERE BECAUSE OF THE TALENT IN THIS ROOM

Proud to be in Scotland. A lot of talent and previous games have come from the UK and Scotland.

Challenges in Today’s Mobile MarketplaceNowadays, increased competition, fragmentation and discoverability remain a challenge and successfully distributing them across iOS, Android and Windows Phone can be a daunting process for indie developers.

Challenges in Today’s Mobile MarketplaceFragmentation is challenging because today’s market has more than 1 billion smartphonesTABLETS / PHONES / PHABLETS!!! although the consumer base is large it’s also more fragmented than ever before. STRATEGY FOR ALL THESE PLATFORMS

Challenges in Today’s Mobile MarketplaceThis all leads to making discoverability difficult in a competitive fragmented market – HOW DO YOU MAXIMISE REACH?800k APPS!

Challenges in Today’s Mobile MarketplaceIndie developers have always been around and always will be.Whether it’s music, books or games, TON OF CONTENT OUT THERESome of it is good, and some of it isn’t.YO NEED TO MAKE GREAT CONTENT

Why Partner With a Publisher?Developers will always weigh the benefits of self-publishing versus working with publishers. It is extremely tempting to launch your own app. The reality is games like Angry Birds, Clash of Clans and Cut the Rope aren’t the norm.

It’s important to note that it’s easy to confuse self-publishing with self-distribution. I like to think of it as this - anyone can write a book, but getting it widely distributed and read by audiences is very different. I don’t consider myself an author but I could upload a book to amazon. The same goes for creating mobile games. That’s where a publisher’s expertise becomes very valuable.

Why Partner With a Publisher?As competition increases &amp; more platforms to publish on – it’s easy for developers to feel OVERWHELMED with the challenge of how to get their title discovered. It’s important to partner with a publisher who has a strong and TRUSTED INDUSTRY REPUTATION

Why Partner With a Publisher?- The right publisher can identify promising material, polish, distribute and market it. THIS CYCLE CONTINUESIn the gaming industry, an experienced publisher is that link between artist and consumer. -It’s also about unlocking the full potential of a developer. the developer keeps that expertise

Why Partner With a Publisher?

Why Partner With a Publisher?Even more of a plus is if they have established relationships with platform providers, carriers and OEMs, to get indie games the broadest distribution possible to reach the widest audience.

When do Publishers Get InvolvedIn the Development Process?All Indie developers are different and so are their games. Games come to us at all stages of development. In many respected there isn’t a right and wrong time

When do Publishers Get InvolvedIn the Development Process?- THIS IS A 2 way things- CHILLINGO ALWAYS LOOKS FOR A GREAT GAME AND GREAT DEVELOPER- WE NEED ALIGNMENT - Publishers should understand developers’ needs whether it’s:polishing the gameplay to perfection- helping them identify the most balanced monetization models aiding its discoverability through PR and Marketing with consumers.

When do Publishers Get InvolvedIn the Development Process?

Monetization- Developers understand that top grossing charts are dominated by freemium, but not all understand how to best monetize their games. Whist publishers are learning, they have more data points to learn from

Monetization:- There are so many choices when it comes to making money but it’s difficult choosing the correct model. It’s not about forcing your game to be free. CONSUMER IS KINGAll models have a place. SELECTION AND IMPLEMENTATION ARE KEY- 26 GAMES IN TOP 100 WERE PAID IN DECEMBER-- Wherever consumers are in terms of monetisation, publishers will always be learning and making sure they are there for the latest trends

Monetization:- There are so many choices when it comes to making money but it’s difficult choosing the correct model. It’s not about forcing your game to be free. CONSUMER IS KINGAll models have a place. SELECTION AND IMPLEMENTATION ARE KEY- 26 GAMES IN TOP 100 WERE PAID IN DECEMBER-- Wherever consumers are in terms of monetisation, publishers will always be learning and making sure they are there for the latest trends

Promoting Indie Mobile GamesHoping that Apple or Google features you is not a strategy. YOU ARE ONLY AS GOOD AS YOUR WEAKEST LINK SO DON’T LET THIS BE THE LAUNCHWith hundreds of games launching per week, the odds are never in your favor to be promoted

Promoting Indie Mobile GamesIt’s valuable to partner with publishers who understand how to support games throughout their entire lifecycle – not just at launch.This might include managing the game to maximise chart position and revenue through updates, on going marketingIt might be managing the brand. For example, Feed Me Oil is a game we have taken from iOS to Win 7 to Android to Win 8.

Promoting Indie Mobile GamesDon’t forget, a publisher can ensure you remain focused on making games! Many people use publishers because they not only recognize the skillset they bring, but they just like making games

Chillingo is 10 years old and has always been focused on the indie developerWe were acquired by EA 2.5 years ago but our business remains the same: publishing your games. VERY SPECIAL BEING HERE BECAUSE OF THE TALENT IN THIS ROOM

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ONE SIZE DOES NOT FIT ALL1) Contre Jour and Mad Coaster: Chillingoguided through development2) Horn (Zynga): Zynga provided limitedguidance so Phosphor could maintainmore creative control.Developers should evaluate what works bestfor their needs.Publishers often see games at various stages of development.